Etat Libre d'Orange: I am trash by Ogilvy Paris

Ogilvy Paris and French perfumer Etat Libre d'Orange have turned an overused idiom - 'out with the old, in with the new,' on its head.

Inspired by the question: "How can we recycle waste that left over from the perfume industry's process of fabricating perfume?", the campaign has seen the creation of the first luxury perfume made from waste.

The first signature scent from the two collaborators is 'I am Trash, Les fleurs du Déchet'.

Emmanuel Ferry, general manager at Ogilvy Paris, branding and advertising, and Etienne De Swardt, founder and chief executive officer at Etat Libre d’Orange said: "Trash is normally not regarded as beautiful but with 'I am Trash, Les fleurs du Déchêt,' beauty is found in waste. Taking the old and reinventing it to be new again. In a different form. A thing of beauty."